• Transform magazine
  • January 26, 2022

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Echo works with Kleenex on wellbeing-inspired tissue collection in aid of Mind

KLEENEX Packs THRIVE BOP CMYK

Brand design agency, Echo, worked with Kleenex, to design a tissue box and pocket pack range in partnership with Mind, a UK-based mental health charity.

Designed to encourage everyday mindfulness, the collection features uplifting colours and emotive expressions on-pack, inspired by tips to promote wellbeing. For every Take a Moment box or pocket pack purchased, Kleenex will donate to Mind, with a minimum donation of £100,000, which will help fund Mind’s Infoline, so more people can get the information and advice.

“Lockdown has put everyone’s emotional wellbeing under unimaginable pressure, but has also facilitated more open and honest conversations about mental health. When our long-term collaborator Kleenex approached us to design their new ‘Collection’ range, we saw an opportunity to take a more purpose-driven direction that would encourage people to check in with themselves and loved ones,” says Jenny Cook, creative strategist at Echo.

In line with the Kleenex position as a family brand that aims to offer comfort and protection in moments of need, the new collection seeks to connect customers with Mind and facilitate greater access to mental health support. Echo created four cube designs which combine an uplifting statement with a bold colour gradient backdrop. There are a variety of colourways to choose from, from the orange of ‘Thrive’ to the shades of aqua of ‘Restore.’

Each cube features a corresponding vignette, from ‘sun-filled rooms’ to ‘freshly-squeezed limes’. The everyday poems aim to inspire consumers to cherish the small things, and take notice of present surroundings, a key part of the mindfulness practice. Inspired by the Kleenex brand’s brand mark, the typography is drawn in a minimalist style, enabling the bold colours and positive messages to stand out. 

“Through this collection, we aim to develop a long-term partnership with Mind to support our consumers through their own individual journeys with mental health, as well as supporting and raising awareness for the important work the charity achieves,” says Emilie Searle, brand manager at Kimberly-Clark.

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